Christmas Shop
Campaign, Email, and UX Design
The Giving Guide
At the time, the Texas A&M Foundation’s online giving page was not the easiest to look through to find the right account. If you didn’t already know which account you wanted to support or have a direct link, it was nearly impossible.
Our goal was to share the opportunity to give to Texas A&M as a Christmas gift, and bring awareness that gifts of any size can be directed through the Foundation so donors can impact what they are passionate about.
Photoshoot
For all the emails and social ads we were planning on, we were able to convince our visual media team to alter our studio set and pull off these awesome shots. I did a lot of “other duties as assigned” for this shoot, including assisting with the shot list, planning/collecting props, making and printing fake soup labels, and constructing a fake fireplace. Here are a few of the images we pulled together in the matter of a few days:
Structure
At the top of the page, we invite donors to explore all the accounts from units across campus and explain that they will receive certificate pdf to give to their honoree for Christmas.
Below that, we highlight four “Aggie Favorite” accounts that have a broader supporter base to make it simpler for those who may be indecisive on which account to choose. For the main section of the shop, you’re able to filter the 74 different selected accounts by college/unit and/or impact area. When you click on one of the thumbnails, a brief description appears explaining the account’s impact and offering small dollar donation amounts that take you to a prefilled online giving page.
Once the gift is made, donors are offered the option to generate an elegant or a holiday themed gift certificate to present to the honoree.
Email Series
Using the various shots from the shoot, we dripped out four emails for the campaign over the course of November and December; one for the early planners, one that hit on Giving Tuesday, an early December drip, and one last final push a few days before Christmas for the gift procrastinators.
Results
Through the team’s email and social efforts, we successfully raised $12,000 from 93 gifts ranging $25–$1,000 to support Texas A&M! 🎉
